Carling has become TalkSport’s official headline radio broadcast partner during the 2022 World Cup.
The partnership will see Carling correspondents report from pubs across the UK during home nations fixtures.
The beer brand is also sponsoring the broadcaster’s daily roundups, half-time highlights and its online content.
A weekly show titled ‘Shirt tales’, where guests discuss their favourite World Cup kits has also been launched as a result of the partnership.
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“Excitement ahead of this winter is already sky high and Carling’s long association with football makes it the perfect partner to TalkSport’s World Cup coverage,” Carling brand director Lee Willett said.
“We’ll be looking to create a buzz ahead of the tournament and soak up the excitement in pubs and bars as part of our coverage once the tournament is underway.”
He added: “The high-profile partnership will ensure we maintain Carling’s position as the go-to lager brand during the football and keep it front of mind for consumers throughout the tournament.”
However, as part of its ongoing partnership with mental health charity CALM, TalkSport will also present the Carling x CALM Mental Health Show.
Commenting on this, Willett continued: “We also recognise an opportunity to use the popularity of the tournament, and the reach of TalkSport and Carling, to start conversations around important issues beyond football.
“We’re proud to work closely with CALM and we hope our Mental Health Show will encourage more people to talk about their mental health during the tournament and beyond.”
The news comes as Budweiser Brewing Group predicted that 62 million pints of beer could be sold during the 2022 FIFA World Cup this winter.
